Burberry at Columbia Circle — Burberry Beauty Pop-up 2020 (2020)

Columbia Circle hosted a three-day Burberry beauty pop-up with makeup and fragrance rooms.

The venue

Columbia Circle is a mixed-use heritage compound in Shanghai, made up of historic buildings, open lanes and courtyard-like outdoor areas. It operates as a cultural and retail destination, with venues used for exhibitions, dining, offices and public events. Its varied indoor rooms and outdoor circulation allow visitors to move between separate settings within one campus.

How the space was used

For the three-day project, the compound’s rooms were arranged as a sequence of beauty environments. A beige space with deer imagery and tree-shadow effects led into a mirrored immersive room. Beyond it, a makeup area presented products, followed by separate My Burberry women’s and Mr. Burberry men’s fragrance zones. Visitors moved through these connected spaces rather than a single open hall.

Why it works here

Beauty pop-ups suit Columbia Circle because the campus offers distinct rooms and a public route between them. The setting supports staged discovery: one room can hold an immersive installation, another product trials, another fragrance storytelling. Its mixed cultural and retail audience also gives a temporary brand space regular foot traffic without needing a conventional mall atrium.